Technology agency AFK launches ‘Exploration Unit’

Sydney agency AFK has created an “Exploration” unit focusing on developing virtual reality applications and investigating new interactive technologies.

AFK has set up an exploration unit.

The agency, which also has a development studio in Dublin, launched the exploration unit last week with the release of a 4K virtual reality app.

The new unit has taken more than two years to set up and will be devoted to giving clients an early look at emerging technologies.

AFK founder James Sugrue said the aim of the unit was to give brands the chance to explore the potential of new technologies and how they could work to connect with consumers rather than simply innovating for the sake of it.

“So when client briefs come in, we’re not doing it for the first time. I just feel the market is right for certain verticals where it might catch client’s eyes because some of them don’t have the backing internally to build their own labs in house and that’s the kind of market we are going for.”

He said the creation of the app launched last week, St Patrick’s Day VR, was a demonstration of the direction a brand could go and the capabilities of the exploration unit.

The development of the St Patrick’s Day app will form the framework of what he called a “myths and legends” app which the agency is working on.

However, he warned that brands needed to be wary of jumping into new technologies just because they were available.

“You’ve got to make sure that it makes sense for a brand to do a VR project, that they’re not doing it just for the sake of it,” he said.

“You have to make sure that the VR experience is strongly connected to the brand, and of course is giving something back to the consumer.”

The agency worked with Cobbstar productions to create the app which was an interactive tale of St Patrick banishing the snakes from Ireland.

Simon is Mumbrella's marketing and advertising editor. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .